Best Practices of Dynamic Search Ads (DSAs)

When it comes to Google Ads, optimization is critical. You should keep that in mind when using Dynamic Search Ads, optimization helps you to know how you can unlock their real potential for ad visibility.

Dynamic Search Ads are displayed for queries that are relevant to your website’s common titles or phrases. This happens when Google generates a headline that’s relevant to your ad offers, catching the viewer’s eyes.

This form of intent-based targeting helps advertisers reach out to the most interested and relevant target audience, which then leads to an increase in conversions.

In this article, we outline the best practices of dynamic search ads (DSAs) so you can make the most out of your campaign.

How does Dynamic Search Ads Work?

Once Google discovers Dynamic Ad target matches, it generates the landing page URL and ad headline accordingly, directing users to the most relevant page on the retailer’s site.

In dynamic ad visibility, in terms of the headline, this is created dynamically from each phrase match inputted into Google Search and the most relevant landing page title for the ad. Dynamic Search Ads include longer headlines compared to other search ads which increase dynamic ad visibility. This allows marketers to control the ad’s display URL and description lines.

The biggest challenge with dynamic search ads is figuring out how to use them effectively. By following the best practices below, you’ll be able to optimize your DSA campaigns like a pro.

Best practices for Dynamic Search Ads

Below, we’ve combined the best practices of dynamic search ads so you can begin harnessing their true potential today.

Add Negative Keywords

Your ad visibility should be restricted to non-intent keywords. Make sure you include negative keywords in your ad groups. It’s quite likely that your website contains quite a few phrases that are attracting unqualified users. As such, you should avoid using these phrases in your ad campaigns. You can add these terms to your negative keyword list to filter out irrelevant clicks.

Keeping the Content Updated

Make sure you keep your website content updated to avoid ads showing up on any irrelevant or outdated result pages.

Behavior-Based Targeting:

You should also be targeting groups based on their user behavior. For one, Google recommends beginning by targeting your entire website to cover every relevant search query. By targeting ad groups based on user behavior, you’ll be able to increase the relevance in your audience targeting, which will lead to higher conversion rates.

Adding CTAs

Another must-have for your site is a series of powerful CTAs (calls to action), directly targeting the needs of your audience throughout your site. This will encourage users to take action. You can also input these CTAs into the Dynamic Search Ad headline, depending on your search query.

Bid Adjustments

DSA campaigns, like most others, work on a CPC or cost-per-click basis. This means advertisers must pay a small price every time a user decides to click on their ad. With DSA, you’ll be required to apply bids to the auto-target level. All you need to do is set bids for each auto-target, and then display the results based on your advertisement ranking.

Implementing Smart Bidding

Use Google’s artificial intelligence (AI) for automated bidding. This is because Google’s smart bidding has evolved to be extremely useful and efficient. For best practice, set your goal for whatever Google suggests, then evaluate it. Once you see that your goal is being met, adjust the bidding to target or reach a higher bid.

Categorized Targeting

DSA or dynamic Search Ad campaigns, as we know, work through auto-targets. These auto-targets live within ad groups, so make sure you properly structure your auto-targets so that they’re added to particular ad groups. You’ll have a much better control over your ads if your campaign comes with a segmented structure.

Benefits of DSAs

Looking for a reason to use dynamic search ads? Here are the main advantages of using this strategy in your next ad campaign:

• DSA saves you time since it doesn’t include keyword mapping, ad text, or bids to your site’s products.
• It increases the speed at which you reach new prospects compared to any other form of ad.
• DSA provides dynamically generated, relevant headlines with your ads. Whenever a customer’s search query is related to your service or product, Google Ads will generate your ad dynamically with a headline for your site’s most relevant page.
• DSAs help marketers gain more sales and traffic through keyword-targeted business promotion campaigns.
• DSA aligns your ad’s copy automatically to fit the user’s intent. This increases user query relevancy.
• It also targets the audience that’s most interested in your service or product.
• These ads make sure your campaigns are in sync with what users are looking for and what you’re selling.

Cons of DSAs

While there are a ton of pros for using Dynamic Search ads, there are also a few cons you should consider before diving into this campaign helper.

Lack of full control

Using DSA campaigns reduces the control marketers have over ads, especially when it comes to query matches. This means you need to make sure your structure is top-notch all the negative keywords have been included for each page.

Headlines don’t match the Ad Text

As powerful as dynamic headlines can be, they may hinder some advertisers. If you want to have full control over your brand’s message, DSA may not work for you. These headlines are generated based on your site’s or product content, and it’s rare to see an unworkable headline. However, by using the search term report, you’ll be able to gain a better understanding of which ad was triggered by which query.

Low-performing search queries wasting budget

Another potential DSA issue can be budget waste due to low-performing search queries. Similar to text campaigns where a few keywords provide the majority of traffic, DSAs only need a few queries to utilize the majority of your budget before optimizing your PPC budget to focus on the high-converting keywords.

Take the Time to Understand Dynamic Search Ads

Dynamic search ads are an excellent option for your PPC campaign. However, to get the most out of them, you need to know precisely how they’re used.

If you’re not optimizing your website content, you’ll be unable to rank for the optimal search queries. Make sure you take the time to properly review your pages to ensure you have valuable content with a compelling CTA.

The search term report is a fantastic tool for identifying search queries that trigger individual ad copies. Check it out on PPCexpo now.